Foursquare has begun rolling out a new style of ad which is displayed once users check-in at specific locations.
Captain Morgan is one of the first brands to sign up for the new ad format, which began on July 1 and is reported to be running for six weeks.
When users check-in to specific bars, clubs, or restaurants, ads will be displayed that suggest ordering a Captain Morgan drink, including “Captain and Cola”, “Captain and Ginger” and “Captain Mojito”. Users then have the option to view the cocktails suggested by the advertiser, or save it for later which will result in the user being emailed with the Captain Morgan information.
Captain Morgan isn’t the only alcohol company on board with these new ads, Smirnoff will be running a similar campaign beginning in August. Alcohol-related ads will only be shown to users they believe to be over 21, such as targeting those who have checked into bars and nightclubs with a 21 year age restriction.
They are also experimenting with other types of check-in ads, including targeting families with Toys R Us and Babies R Us coupons after they check-in to local parks and playgrounds. A few people attending Comic-Con in San Diego will also see advertisements promising a free movie ticket to "The To Do List", CNET reported.
Foursquare is committed to not allowing what they refer to as “conquesting” ads, which would be a company advertising their own business after the user checks in at a competitors location, which will make this advertising a lot more appealing to many, not to mention it will seem less intrusive to users checking in.
This article was originally published on Search Engine Watch.
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Jennifer Slegg began as a freelance writer, and turned to search engine optimization and writing content for the web in 1998. She has created numerous content-rich sites in niche markets and works with many clients on content creation, strategy, and monetization. She writes about many search industry and social media topics on her blog, JenniferSlegg.com and is a frequent speaker at search industry conferences on SEO, content marketing and content monetization. Acknowledged as the leading expert on the Google AdSense contextual advertising program, she runs JenSense, a blog dealing exclusively with contextual advertising. She is known by many as her handle Jenstar on various webmaster forums.
March 19, 2014